관광자 소비가치와 공정관광에 대한 지각과 태도 간 관계

김정준 사단법인 한국비즈니스이벤트컨벤션학회 2023 이벤트 컨벤션 연구 Vol.19 No.1

Purpose – This study aims to identify the causal relationship between the consumer values ​of tourists in the process of participating in fair tourism and the perception expected to be achieved from the results of fair tourism, by identifying the relationship between the attitudes formed as a result of fair tourism. Design, data, and methodology –The survey of this study was conducted through an online survey company from July 1, 2022 to August 1, 2022, targeting the experience and potential participants of fair tourism participation, and a total of 286 samples were extracted. Hypotheses were tested based on the validity and Reliability of the scale. Result–First, the economic perception of fair tourism forms a positive influence relationship by functional value. Second, it was confirmed that exploratory value and social value among the consumption values ​​of tourists significantly affect the perception of environmental and social characteristics of fair tourism. Third, emotional value among consumption values ​​is attributed to social perception. Finally, among the perceptions of results through fair tourism, only social perception affects both cognitive and emotional attitudes toward fair tourism, and economical and environmental factors do not form a significant causal relationship. Conclusions - In this study, more meaningful results can be expected if the social value dimension is expanded in relation to fair tourism and the cultural contact points where tourists interact with local residents and society are included in tourism destinations.

호텔산업 디지털 서비스에 대한 소비자 인식 고찰 연구: 국내 5성급 호텔을 중심으로

봉미희 사단법인 한국비즈니스이벤트컨벤션학회 2023 이벤트 컨벤션 연구 Vol.19 No.4

Purpose –The purpose of this study is to present implications for the digital transformation of the hotel industry in the future by identifying consumers' perceptions of digital services recently applied to the hotel industry. Design, data, and methodology –The online and offline survey was conducted in June 2023. Frequency analysis was conducted to determine the general characteristics of the subjects. Six quality attribute classification analysis presented in the KANO model was conducted using the SPSS statistical package program, and TIMKO's customer satisfaction coefficient analysis was conducted using the Excel program. Result – According to the KANO model analysis, a total of 23 hotel digital service quality attributes were classified into 4 attractive quality (A), 9 indifference quality (I), and 11 reverse quality (R). Unitary quality, natural quality, and skeptical quality were not derived as a result of classification. And, the top five results were presented by analyzing the Better and Worse indexes. Conclusions – Hotel digital service attributes can check the demand response that appears to customers, which can be useful in the process of operating a hotel in the future.

서울특별시 주민의 정서적 연대가 지각된 혜택과 비용, 관광개발 지지에 미치는 영향 분석: 관광정책신뢰의 조절효과 중심으로

정젤나,권기준,김성범 사단법인 한국비즈니스이벤트컨벤션학회 2023 이벤트 컨벤션 연구 Vol.19 No.4

Purpose - This study analyzed the structural relationships between emotional solidarity, perceived benefits and costs, and tourism development support among Seoul city residents. Also, the moderating effect of tourism policy trust on the relationship between perceived benefits and costs of tourism development and development support was identified. Design, data, methodology - The survey was carried out among 330 residents of Seoul. The data underwent factor and correlation analysis, and structural equation model analysis. Result – Emotional closeness has a no effect on perceived benefits, but a negative effect on perceived costs. Welcoming nature, on the other hand, has a positive effect on both perceived benefits and costs. Emotional closeness has no significant effect on tourism development support, but welcoming nature has a positive effect on tourism development support. For emotional closeness, there is no effect for policy trust, but welcoming nature has a positive effect for high trust groups and no effect for low trust groups. Conclusions – This study has some theoretical and practical implications. The study aslo delves into the suggestions for future research.

웰니스관광 요인이 웰니스관광의 지각된 가치와 웰니스관광 만족에 미치는 영향:광주광역시 웰니스 관광자를 중심으로

박민희 사단법인 한국비즈니스이벤트컨벤션학회 2023 이벤트 컨벤션 연구 Vol.19 No.4

Purpose – The research is designed to assess how wellness tourism factors influence the perceived value of wellness tourism and wellness tourism satisfaction among tourists who have experienced wellness tourism. Additionally, it aims to pinpoint the exact effects these wellness tourism factors have on tourist wellness tourism satisfaction. Design, data, and methodology –To achieve this, the study surveyed individuals aged 20 and above from Gwangju who had previously engaged in wellness tourism, with the survey taking place between June 3rd and 20th, 2023. Result –First, Hypothesis 1-1 was partially accepted as the social·emotional wellness and intellectual·mental wellness factors of the wellness tourism had a positive(+) effect on the utilitarian value. Also, it was found that the social·emotional wellness factor of the wellness tourism had a positive (+) influence relationship on the hedonic value, so Hypothesis 1-2 was partially accepted. Second, Hypothesis 2 was partially accepted as it was found that the utilitarian value factor of the perceived value, had a positive (+) effect on satisfaction. Finally, it was found that the social·emotional and intellectual·mental wellness factors of the wellness tourism had a positive (+) effect on satisfaction, so it was partially adopted. Conclusions –The study has provided both theoretical and practical insights into how wellness tourism factors can be leveraged to improve the quality of tourism services.

지역박람회의 체험요소(4Es)가 지불의향에 미치는 영향: 만족도, 신뢰도, 지각된 브랜드 기여도를 매개로

양유정,윤영혜,송유진 사단법인 한국비즈니스이벤트컨벤션학회 2023 이벤트 컨벤션 연구 Vol.19 No.4

Purpose–Empirically, we examined the effect of the local expo's experience factors(4Es) on satisfaction, trust, perceived contribution to the local brand, and willingness to pay (WTP). We surveyed visitors who had visited the 2023 International Horticulture Goyang Korea and explored practical implications to strengthen the brand and profits. Design, data, and methodology - A set of hypotheses was formulated to investigate whether the 4Es affect satisfaction and trust, and whether these variables mediate the relationship between the 4Es, perceived contribution to the local brand and WTP. To test these hypotheses, a survey gathered 2,013 usable responses from visitors to the expo, which were subsequently analyzed using the Process Macro. Result–All 4Es had a positive effect on satisfaction, and only aesthetic and educational experiences had positive effects on trust. Both satisfaction and trust exhibited a positive mediating effect on perceived contribution to the local brand and WTP. However, the effect of perceived contribution to the local brand on WTP was not statistically significant. Conclusions–Research has shown that when visitors are satisfied with the differentiated experiences at a expo, trust in the expo increases and local brand value increases. This will increase visitors' willingness to pay, which will ultimately lead to increased revenue and branding for the expo.

관광지 위험인식이 관광객의 방문의도에 미치는 영향: 관광목적지 이미지 변화와 관광지 평가의 역할

전민지,최영배 사단법인 한국비즈니스이벤트컨벤션학회 2024 이벤트 컨벤션 연구 Vol.20 No.1

Purpose – The purpose of this study is to understand potential tourists’ decision making process using the risk perception attitude model by proposing two possible mediators, i.e., changes in destination image and destination evaluation. Design, data, and methodology – Risk perception and efficacy belief are positively related to the visit intention, and mediated via changes in destination image and destination evaluation. Data was collected through an online survey and a total of 962 samples were used for empirical analyses. Result – The results showed that risk perception, efficacy belief, and the interaction between risk perception and efficacy belief are indirectly associated with visit intention, mediated by changes in destination image and destination evaluation. Conclusions – The results offer some insights into the effect of risk perception and efficacy beliefs on visiting destinations, thereby suggesting how to mitigate the effect of risky situations and promote a destination in the context of a risky situation.

도시명품지수, 지역 애착도, 엑스포 영향 인식이 2030 월드 엑스포 유치 지지도에 미치는 영향

박희정,김정은 사단법인 한국비즈니스이벤트컨벤션학회 2023 이벤트 컨벤션 연구 Vol.19 No.4

Purpose – As imbalance between capital and non-capital regions gets larger in Korea, Busan, the second biggest city in Korea, tries to find ways to reduce the gap and enhance city competitiveness by hosting World Expo in 2030. In this vein, the purpose of this study was to investigate the relationships between city prestige, place attachment, perceived impacts and supports for World Expo 2030 among college students in Busan who wouldl play essential roles for World Expo as a future generation. Design, data, and methodology – A total of 230 survey questionnaire was distributed to the students who registered 3 universities in Busan during 1-15 September, 2023. Result – The results showed that (1) city prestige had significant impacts on place attachment; (2) place attachment impacted significantly on perceived impacts on Expo; (3) while positive perceived impacts on Expo had significant impacts on Expo supports statistical impact was not found between negative perceived impacts on Expo and Expo supports; and (4) city prestige and supports for World Expo had statistical relationships. Conclusions – The results offered insights in the context of hosting World Expo and community supports.

온라인 컨벤션 서비스 품질이 사회적 실재감, 몰입감, 지속 참가 의도에 미치는 영향 연구

신지선,윤유식,최휘은 사단법인 한국비즈니스이벤트컨벤션학회 2023 이벤트 컨벤션 연구 Vol.19 No.4

Purpose - This study examines the impact of online convention service quality on participants' sense of social presence, flow, and Continuous Participation Intention. Design, data, and methodology - Online convention service quality was composed of tangibility, convenience, interactivity and reliability through exploratory factor analysis. A survey was conducted with 431 individuals who had experienced participating in online convention events. Using SPSS and AMOS, frequency analysis, exploratory factor analysis, reliability analysis, confirmatory factor analysis, correlation analysis, and structural equation modeling were performed. Results - Among the service quality factors, interactivity positively influenced social presence, while convenience had a negative impact. Additionally, tangibility and reliability negatively affected flow, and social presence had a positive impact on flow. Finally, social presence positively influenced continuous participation intention, while flow had a negative impact. Conclusions - The study results can contribute to proposing strategies to enhance the service quality of online convention events and can be valuable in developing services that promote participants' social presence and flow in the future.

포토데이터 마이닝을 활용한 관광목적지 이미지 요인 도출

이영주,이병철 사단법인 한국비즈니스이벤트컨벤션학회 2023 이벤트 컨벤션 연구 Vol.19 No.4

Purpose – The purpose of the study is to derive destination image-related factors by utilizing photo-based big-data accumulated on social networking sites. Design, Data, and Methodology – This study extracted photo-related social big data posted on photo-sharing sites and utilized LDA analysis to derive a group of tourism destination image-related topics and items. The study targeted photo data including the keywords 'Incheon travel' and 'Incheon tourism' posted on Instagram from June 2016 to June 2022 and mainly analyzed ‘hashtag’ text considered as level 3 data containing rich and concise information. After data purification process, a total of 99,526 cases were used for LDA analysis. Result – Based on LDA analysis, seven factors that reflect the image of Incheon in the photo data were extracted: 'Experiencing tasty food', 'Dating-related activities', 'Beauty-related hobby activities', 'Parenting-related activities', 'Vacation in hotel', 'short-distance travel', and 'social building activities'. Conclusions – The study discussed theoretical and practical implications generated from using social photo data for the derivation of tourism destination image factors and suggested the future studies to reduce the limitations of this study.

자기조절학습능력이 학습몰입과 학습만족에 미치는 영향 : 항공서비스 전공 학생을 대상으로

서효원 사단법인 한국비즈니스이벤트컨벤션학회 2023 이벤트 컨벤션 연구 Vol.19 No.4

Purpose - In this study, what factors of self-regulated learning ability affect learning commitment for students majoring in aviation service, and the relationship between learning commitment and learning satisfaction. Also, we are supposed to analyze the effect of self-regulated learning ability on learning satisfaction. Design, data, and methodology - The survey period was conducted from March 8 to March 31, 2023, and a total of 314 copies of the responses were used for this study. The SPSS 26.0 statistical package program was used for analysis. Result – First, Hypothesis 1, the motivational regulation and behavioral regulation factors of self-regulated learning ability positively affect learning commitment. Hypothesis 2, it was found that learning commitment had a positive effect on learning satisfaction. Hypothesis 3, it was found that the motivational regulation and behavioral regulation factors of self-regulated learning ability had a positive (+) effect on learning satisfaction. Conclusions - In order to induce students to participate in class, learning goals should be clearly explained to motivate them, and the teaching method should also improve students' self-regulated learning ability by allowing them to explore and find information on their own.